Glam edits Oscars twitter feed, and makes money

Women’s publisher and advertising network Glam is seeking to make money by editing streams from Twitter, Friendfeed and Facebook’s status updates. The New York Times reports.

For the Oscars event, Glam has launched a widget on its home page that lets users tweet their thoughts about the Oscars. But Glam’s stream is different from a standard Twitter stream (#Oscars) because Glam edits it. Glam’s entertainment editors decide which users are allowed to tweet in the stream, and culls those who post what it feels are inappropriate comments. This way, Glam says, advertisers can get comfortable with the conversation. As a result, Glam has been able to sell sponsorship of the Oscars widget to Aveeno, a woman’s beauty brand (see its branding below on widget).

In this case, Glam chose to support Twitter. But Glam will support Facebook and Friendfeed for other events going forward.

The micro-blogging widgets are significant because they’re one of the first ways a company has tried to monetize microblogging through editing. Glam is calling its edited news wire “gWire.” Until now, microblogging has largely been either one-to-one or open to all. Glam lets both its own publishers and other third-party publishers embed the widgets on their websites.

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emily | 8:12 AM | Twitter |
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